1. Angela Juang, Bo Brown, Daniel So

2. Background & Issues Objectives Opportunities Recommendation Action Plan Risk Mitigation Q & A

3. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation Less profitability Negative effect on brand community Lower customer loyalty Less active membership

4. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation

5. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation

6. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation

7. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation Harley Owner’s Group (HOG) Facilitate lifestyle experience based on Harley-Davidson Membership > 500,000 Destination Rallies Rolling Rallies

8. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation Build a strong brand community Raise average satisfaction with HOG Raise active membership Raise post-event survey scores Increase brand loyalty Increase customer communication

9. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation Occupational / Geographical Segmentation Multiple Posse Rides per yearIncreased member satisfaction

10. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation Benefits Increased satisfaction in multiple member segments Increased customer-management interaction Increased ease of coordination Increased member participation while retaining exclusivity

11. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation Risks Decreased member interest with loss of overall exclusivity Decreased member interest with loss of novelty Increased planning costs Increased strain on management

12. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation Eliminate management- coordinated Posse Rides Provide activities to bring local chapter members together Set up hierarchical structure to rank members

13. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation Benefits Increased customization Increased integration of Harley Davidson in customer’s daily lives More Active Membership More brand loyalty Less discontentment among members

14. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation Risks Disregarding the need of members who want exclusivity and prestige Lack of interaction among members from different geographical locations Absence of management interaction with members

15. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation Eliminate Posse Ride Empowered members define the brand Procedural Restructure Chapters organize their own “Posse Rides” Chapters register & publicize rides with HOG Redesign survey Organizational Restructure Hierarchical chapter organization Point system based on participation Rewards for visiting other chapters

16. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation

17. Background & IssuesObjectivesOpportunitiesRecommendationAction PlanRisk Mitigation Uniqueness and exclusivity through the original Nature of events organized by local chapters Achievement through recognition in the Hogs Tales magazine Awarding of points for visiting other chapters “Meet the Management” events at key-city chapters